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Search engine optimisation – or SEO – is the brave new world of on-line marketing.

Mind you, it has been around for years but for much of that time it has remained the exclusive enclave of computer whizzes that understood what the terms Google algorithms and back-linking actually meant.

And just when the rest of us were finally getting our heads around the secret language – Google ups the ante and changes the rules.

One moment, back linking is the flavour of the month and the next websites suffer heavy penalties for relying on the behind-the-scene marketing strategies.

I am writing this blog in a bid to help others learn by detailing my mistakes, experiences and insights I’ve gained from wrestling with SEO during the past three years.

According to my very patient (and long-suffering) SEO experts advising me on the mystical world that is SEO, the latest changes implemented by Google are forcing businesses owners into some draconian methods to maintain – much less increase – their on-line presence.

Namely, Google wants people to get out there and mingle with the public.

No more skulking behind the scenes in the murky world of back-link land. Rather actively engaging with your existing and prospective clients via social media, Google Plus and – for the brave at heart – networking in person.

The idea being to become the sought-after thought leader in your area of expertise proffering insightful tidbits to guide the masses. Reaching out to them via Facebook, Twitter and LinkedIn on a regular basis on all things – in my case – copywriting and business writing training.

After considerable research, navel-gazing and picking of brains, I concluded I needed to adopt the follow hybrid of strategies to improve my Google rankings.

Appoint a professional SEO company
Paying a monthly service fee to a trusted SEO company to insert relevant keyword search terms into my website content.
They monitor your traffic as well as my competitors to devise strategies to keep me in the game.

Revise existing website content
Review and rewrite my website material on an annual basis to avoid becoming stale and outdated.
Adding at least one new webpage per month.
Update client testimonials.

Adopt a Google Adwords campaign
Pay a capped amount for my advertisement to display in the top tinted section and sidebars of Page 1.
Divide the campaign into key business areas.
Nominated the times, days and geographical regions for the campaign to be broadcast.

Write a blog
Summarise my key ideas in regular blogs focusing on different aspects of my business.
Provide insightful information to my clients and the broader public.
Raise awareness about upcoming product and program releases relating to my business.

Regular social media updates
Broadcast all my information to a wide audience via Facebook, Twitter and LinkedIn.

How to improve your Google ranking - for dummies

How to improve your Google ranking – for dummies

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Mastering persuasive writing techniques.
Do you have a great new idea or product but remain unsure as to the most powerful way to promote it in the market place?

Mastering the art of persuasive writing is one sure-fire method to get your message across to the right people.

The key to effective business writing is communicating your ideas in clear written expression by removing any road blocks that may distract from your message or create confusion in the reader’s mind.

1. Determine a simple message

Why is the idea or product so amazing? Why would they want to, or need to, buy it? How will they benefit or more convincingly, what do they risk losing if they fail to get on board? A succinct message that taps into their hopes and dreams or fears and insecurities is the most effective way to get their attention.

2. Identify your target audience

Who are you trying to convince? What are the general characteristics of the target group, namely their age, gender, social status, location and education levels. Once you have determined the relevant criteria then you can tailor your message to complement their values, beliefs and attitudes.

3. Use clear and concise language

Now that you have their attention make sure you don’t lose it through poor written communication skills. The language you adopt to sell your message needs to straight forward and picture-perfect to maintain a professional first impression.

4. Make it informative and entertaining

It is critical to strike a nice balance between providing relevant information and engaging their enthusiasm in your product or proposal. Too much dry information can destroy their interest while too much hyperbole can lead to distraction.

5. Write and rewrite and write again

Proof read you work. Ask someone else to proof read your work. If you make any changes, start the process over again.

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Powerful newsletters writing skills.

Powerful newsletters writing skills.

For many writing regular newsletters can be a real chore.

Coming up with new content, finding an interesting theme and then writing various tidbits of information and news can be difficult once, let alone on an ongoing basis.

It is critical from the outset to decide what role the newsletter is going to play in your business or organisation.

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Email writing format

Training your staff to write professional emails makes good business sense.

Overflowing inboxes is a common complaint among time-poor workers struggling to read their daily dose of electronic mail.

The key is to respect the fact that the person you are emailing is no doubt busy and fielding multiple requests for prompt replies from a broad array of sources each and every day.

Here are a few tips to business email etiquette that will increase the likelihood your email will not only be opened but also read and actioned in a timely manner.

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GAPS Professional Writing Services

Effective email writing

Use the powerful “I + We + You” business email format to write effective emails to new and existing clients.

The straightforward approach captures your reader’s attention and communicates your key message clearly.

Below is a basic format for writing an email designed to attract a rapid response from the recipient.

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